TBWA wins big Levi's account

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Levi Strauss & Co. awarded TBWA Chiat/Day, Venice, Calif., and San Francisco, its $90 million Levi's brand advertising account. Levi's, which has been facing sagging sales, plans a fashion push with new emphasis on khakis and tops and on other new youth-oriented brands, such as Red Line, a line of jeans based on those made years ago using the end of the denim fabric bolt.

In its pitch for the account, TBWA suggested selling the jeans using "pirate" radio stations (stations not licensed by the Federal Communications Commision). Other contenders for the account included incumbent Foote, Cone & Belding, San Francisco, the Levi's agency for 67 years (which retains the Levi Strauss Dockers and Slates brands); Bartle Bogle Hegarty, London (which handles Levi's work in Europe and Asia); Hal Riney & Partners, San Francisco; and BBDO Worldwide, Los Angeles and New York.

Copyright January 1998, Crain Communications Inc.

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